If you constantly create expectations with your customers that are so high that you can’t deliver, you will have unhappy customers – until they stop being customers altogether! We always see advertisements that seem too good to be true and they usually are. There’s no better way to lose customers than to offer them a diamond and give them a lump of coal.

You want to meet and exceed their expectations whenever you can. Everyone likes getting something for free. You can give them something they didn’t expect.

If you promise in an advertisement that they can get one free doodad, surprise them and give them a coupon for another or a percentage off.

You want to build it into your marketing mission and promotional ads and choose an item with some big value but a minimal cost to you. You can promise them a certain amount, but you can deliver more